28 Black-Owned Beauty Brands To Buy In 2022: Makeup, Skincare, Hair & Wellness

In an industry thriving with ingenuity, black beauty entrepreneurs are staking significant territory in every category: clean formulas for textured hair, results-driven serums, tint-free makeup, and easy-to-drink feel-good tonics. If this innovation alone is something to celebrate, so is the evolution of the support ecosystem.

Over the past two years we have seen Aurora James launch the 15 Percent Pledge, a nonprofit that encourages retailers to stock black-owned brands in proportion to demographics. Thirteen Moon was born as an online hub for black- and brown-led beauty lines (a partnership with JCPenney arrived last fall). At the same time, destinations like Nordström have made a concerted effort to expand their range and reinvent the shopping experience to better serve everyone; Ulta, which includes the founder of Pattern Beauty Tracee Ellis Ross as a Diversity, Equity and Inclusion Advisor, has just announcement another round of customer-focused and branding investments. Such pathways of ground-level support are significant, as seen with incubator programs run by Sephora and More shinyalongside similar efforts by independent beauty collectives– all with a mission to support a rising class of diverse leaders and bring new ideas to life.

The result — already, and in the months and years to come — is a serious wishlist of black-owned beauty and wellness must-haves. Here the vanity lounge brought together 28 companies making waves, from doctor-backed skincare lines with a Hollywood fan club to fashion-favorite makeup brands. Consider your needs covered, from head to toe.

All products featured on Vanity Fair are independently selected by our editors. However, when you purchase something through our retail links, we may earn an affiliate commission.

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